3. MBA -Tourisam & Hotel Mgt.

-2011-12- SDE

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BHARATHIAR UNIVERSITY: COIMBATORE 641 046

SCHOOL OF DISTANCE EDUCATION (SDE)
for the SDE students admitted during the academic year 2011-12 & Onwards

M.B.A -Tourism and Hotel Management

(Annual Pattern)

PAPER NO

NAME OF THE SUBJECT

MARKS

First Year
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9

Principles of Management and Organisational Behaviour

Managerial Economics
Accounting and Finance for Managers
Marketing Management
Human Resource Management
Quantitative Techniques for Management
Research Methods for Management
Corporate Communication
Operations Management

Second Year
2.1
Hospitality Management
2.2
Tourism planning and marketing
2.3
Service Marketing
2.4
International Hospitality Law
2.5
International tourism management
2.6
Tourism Business Environment
2.7
Tourism Products
2.8
Business Environment & Ethics
2.9
Strategic Management

100
100
100
100
100
100
100
100
100

100
100
100
100
100
100
100
100
100
---------TOTAL 1800
---------

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1.1.Principles of Management and Organizational Behaviour

UNIT I
Management : Science, Theory and Practice - The Evolution of Management Thought
and the Patterns of Management Analysis - Management and Society : Social
Responsibility and Ethics - Global and Comparative Management - The Basis of
Global Management Functions of Management-The Nature and Purpose of
Planning - Objectives - Strategies, Policies and Planning Premises - Decision Making
- Global Planning.
UNIT II
The Nature of Organizing - Organizational Structure : Departmentation - Line/Staff
Authority and Decentralization - Effective Organizing and Organizational Culture Global Organizing. Co-ordination functions in Organisation - Human Factors and
Motivation - Leadership - Committees and group Decision Making - Communication
- Global Leading.
UNIT III
The System and Process of Controlling - Control Techniques and Information
Technology - Global Controlling and Global Challenges Direction Function
Significance.
UNIT IV
Organisational Behaviour : History - evoluation, Challenges & opportunities,
contributing disciplines, management functions and relevance to Organisation
Behaviour. Organizational Behaviour responses to Global and Cultural diversity.
Personality - Determinents, structure, behaviour, assessment, psycho-analytical
social learning, job-fit, trait theories.
Emotions and Emotional Intelligence as a managerial tool. Attitudes - relationship
with behaviour, sources, types, consistancy, work attitudes, values - importance,
sources, types, ethics and types of management ethics. Perception - Process,
Selection, Organisation Errors, Managerial implications of perception.Learning classicial, operant and social cognitive approaches. Implications of learning on
managerial performance.
UNIT V
Stress - Nature, sources, Effects, influence of personality, managing stress- Conflict Management, Levels, Sources, bases, conflict resolution strategies, negotiation.
Foundations of group behaviour : team decision making. Issues in Managing teams.
Organisational change - Managing planned change.
Resistance to change Approaches to managing organisational change - Organisational Development values - interventions, change management- Organisational culture - Dynamics, role
and types of culture and corporate culture.
REFERENCE
1. Koontz & Weirich, Essentials of Management, Tata McGraw Hill Publishing
Company, New Delhi.
2. Stoner, Freeman & Gilbert, Management, PHI, 6th Edition.
3. Robbins.S.P., Fundamentals of Management, Pearson, 2003.
4. Robbins.S. Organisational Behaviour, X edn., Prentice-Hall, India.
5. Umasekaran, Organisational Behaviour.
6. VSP Rao, V Hari Krishna Management: Text and Cases, Excel Books, I Edition, 2004

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1.2. Managerial Economics

UNIT I
Managerial Economics - meaning, nature and scope - Managerial Economics and
business decision making - Role of Managerial Economist - Fundamental concepts of
Managerial Economics- Demand Analysis - meaning, determinants and types of
demand - Elasticity of demand.
UNT II
Supply meaning and determinants - production decisions - production functions Isoquants, Expansion path - Cobb-Douglas function.
Cost concepts - cost - output relationship - Economies and diseconomies of scale cost functions.
UNIT III
Market structure - characteristics - Pricing and output decisions - methods of
pricing - differential pricing - Government intervention and pricing.
UNIT IV
Profit - Meaning and nature - Profit policies - Profit planning and forecasting - Cost
volume profit analysis - Investment analysis.
UNIT V
National Income - Business cycle - inflation and deflation - balance of payments Monetary and Fiscal Policies
REFERENCE
1. Joel Dean - Managerial Economics, Prentice Hall/Pearson.
2. Rangarajan - Principles of Macro Economics, Tata McGraw Hill.
3. Athmanand.R., Managerial Economics, Excel, New Delhi, 2002.
4. P.L.Mehta, Managerial Economics, S.Chand and Sons Company Ltd., New Delhi,
2004.
5. Peterson Lewis, Managerial Economics, Prentice Hall of India, New Delhi, 2002.
1.3. Accounting and Finance for Managers
UNIT I
Financial Accounting - Definition - Accounting Principles - Concepts and
conventions - Trial Balance Final Accounts (Problems) - Depreciation MethodsStraight line method, Written down value method.
UNIT II
Financial Statement Analysis - Objectives - Techniques of Financial Statement
Analysis: Accounting Ratios: construction of balance sheet using ratios (problems)Dupont analysis. Fund Flow Statement - Statement of Changes in Working Capital Preparation of Fund Flow Statement - Cash Flow Statement Analysis- Distinction
between Fund Flow and Cash Flow Statement. Problems

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UNIT III
Cost Accounting - Meaning - Distinction between Financial Accounting and Cost
Accounting - Cost Terminology: Cost, Cost Centre, Cost Unit - Elements of Cost Cost Sheet - Problems.
Budget, Budgeting, and Budgeting Control - Types of Budgets - Preparation of
Flexible and fixed Budgets, master budget and Cash Budget - Problems -Zero Base
Budgeting.
Marginal Costing - Definition - distinction between marginal costing and absorption
costing - Break even point Analysis - Contribution, p/v Ratio, margin of safety Decision making under marginal costing system-key factor analysis, make or buy
decisions, export decision, sales mix decision-Problems
UNIT IV
Objectives and functions of Financial Management - Role of Financial Management
in the organisation - Risk-Return relationship- Time value of money concepts Indian Financial system - Legal, Regulatory and tax framework. Sources of Long
term finance - Features of Capital market development in India - Role of SEBI in
Capital Issues.
Capital Budgeting - methods of appraisal - Conflict in criteria for evaluation - Capital
Rationing - Problems - Risk analysis in Capital Budgeting.
UNIT V
Cost of Capital - Computation for each source of finance and weighted average cost
of capital -EBIT -EPS Analysis - Operating Leverage - Financial Leverage - problems.
Capital Structure Theories - Dividend Policies - Types of Divided Policy.
Working Capital Management - Definition and Objectives - Working Capital Policies Factors affecting Working Capital requirements - Forecasting Working Capital
requirements (problems) - Cash Management - Receivables Management and Inventory Management - Working Capital Financing - Sources of Working Capital
and Implications of various Committee Reports.
REFERENCE
1. Advanced Accountancy - R.L.Gupta and Radhaswamy
2. Management Accounting - Khan and Jain
3. Management Accounting - S.N.Maheswari
4. Prasanna Chandra, Financial Management Theory and Practice, Tata McGraw
Hill, New Delhi (1994).
5. I.M.Pandey, Financial Management, Vikas Publishing, New Delhi.
Note : 80% of the questions shall be theory based
20% of the questions shall be problems.

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1.4. Marketing Management

UNITI
Marketing Concepts and Tasks, Defining and delivering customer value and
satisfaction - Value chain - Delivery network, Marketing environment, Adapting
marketing to new liberalised economy - Digitalisation, Customisation, Changing
marketing practices,
e-business - setting up websites; Marketing Information
System, Strategic marketing planning and organization.
UNIT II
Buyer Behaviour, Market Segmentation and Targeting, Positioning and
differentiation strategies, Product life cycle strategies, New product development,
Product Mix and Product line decisions, Branding and Packaging, Price setting objectives, factors and methods, Price adapting policies, Initiating and responding to
price changes.
UNIT III
Marketing channel system - Functions and flows; Channel design, Channel
management - Selection, Training, Motivation and evaluation of channel members;
Channel dynamics - VMS, HMS, MMS; Market logistics decisions.
UNIT IV
Integrated marketing communication process and Mix; Advertising, Sales promotion
and Public relation decisions. Direct marketing - Growth, Benefits and Channels;
Telemarketing; Salesforce objectives, structure, size and compensation.
UNIT V
Identifying and analysing competitors, Designing competitive strategies for leaders,
challengers, followers and nichers : Customer Relationship marketing - Customer
database, Data warehousing and mining. Attracting and retaining customers,
Customerism in India, Controlling of marketing efforts.
Global Target market selection, standardization Vs adoptation, Product, Pricing,
Distribution and Promotional Policy.
REFERENCE
1. Marketing Management - Philip Kotler - Pearson Education/PHI, 2003.
2. Marketing Management - Rajan Saxena - Tata McGraw Hill, 2002.
3. Marketing Management - Ramasamy & Namakumari - Macmilan India, 2002.
4. Case and Simulations in Marketing - Ramphal and Gupta - Golgatia, Delhi.
5. Marketing Management S.Jayachandran - TMH, 2003.
1.5. Human Resource Management
UNIT I: Human Resource Function
Human Resource Philosophy Changing environments of HRM Strategic human
resource management Using HRM to attain competitive advantage Trends in
HRM Organisation of HR departments Line and staff functions Role of HR
Managers.
UNIT II: Recruitment & Placement

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Job analysis : Methods - IT and computerised skill inventory - Writing job

specification - HR and the responsive organisation.
Recruitment and selection process : Employment planning and forecasting - Building
employee commitment : Promotion from within - Sources, Developing and Using
application forms - IT and recruiting on the internet.
Employee Testing & selection : Selection process, basic testing concepts, types of
test, work samples & simulation, selection techniques, interview, common
interviewing mistakes, Designing & conducting the effective interview, small
business applications, computer aided interview.
UNIT III: Training & Development
Orientation & Training: Orienting the employees, the training process, need analysis,
Training techniques, special purpose training, Training via the internet.
Developing Managers: Management Development - The responsive managers - Onthe-job and off-the-job Development techniques using HR to build a responsive
organisation. Management Developments and CD-Roms - Key factor for success.
Performance appraisal: Methods - Problem and solutions - MBO approach - The
appraisal interviews - Performance appraisal in practice.
Managing careers: Career planning and development - Managing promotions and
transfers.
UNIT IV: Compensation & Managing Quality
Establishing Pay plans : Basics of compensation - factors determining pay rate Current trends in compensation - Job evaluation - pricing managerial and
professional jobs - Computerised job evaluation.
Pay for performance and Financial incentives : Money and motivation - incentives for
operations employees and executives - Organisation wide incentive plans - Practices
in Indian organisations.
Benefits and services : Statutory benefits - non-statutory (voluntary) benefits Insurance benefits - retirement benefits and other welfare measures to build
employee commitment.
UNIT V: Labour relations and employee security
Industrial relation and collective bargaining : Trade unions - Collective bargaining future of trade unionism.
Discipline administration - grievances handling managing dismissals and separation.
Labour Welfare : Importance & Implications of labour legislations - Employee health
- Auditing HR functions, Future of HRM function.

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REFERENCE
1. Gary Dessler, "Human Resource Management", Seventh edition, Prentice-Hall of
India P.Ltd., Pearson.
2. David A. DeCenzo & Stephen P.Robbins, Personnel/Human Resource
Management, Third edition, PHI/Pearson.
3. VSP Rao, Human Resource Management: Text and cases, First edition, Excel
Books, New Delhi - 2000.
4. Dr. R.Venkatapathy & Assissi Menacheri, Industrial Relations & Labour Welfare,
Adithya Publications, CBE, 2001.
5. Robert L.Gibson and Marianne H.Mitchell, Introduction to Counseling and
Guidance, VI edition, PHI, 2005.

1.6. Quantitative Techniques for Management

UNIT I
QT Introduction Measures of Central Tendency Mean, Median, Mode.
Mathematical Models deterministic and probabilistic simple business examples
OR and optimization models Linear Programming formulation graphical
solution simplex solution.
UNIT II
Transportation model Initial Basic Feasible solutions optimum solution for non
degeneracy and degeneracy model Trans-shipment Model Assignment Model
Travelling Salesmen problem.
UNIT III
Network Model networking CPM critical path Time estimates critical path
crashing, Resource levelling, Resources planning. Waiting Line Model Structure of
model M/M/1 for infinite population.
UNIT IV
Probability definitions addition and multiplication Rules (only statements)
simple business application problems probability distribution expected value
concept theoretical probability distributions Binomial, Poison and Normal
Simple problems applied to business.
UNIT V
Inventory Models Deterministic EOQ EOQ with Price Breaks Probabilistic
Inventory Models - Probabilistic EOQ model Game theory-zero sum games:
Arithmetic and Graphical Method.

Simulation types of simulation Monte Carlo simulation simulation problems. Decision

Theory Pay off tables decision criteria decision trees.
REFERENCE
1. Statistics for Management Richard L Levin & Daid S Rubin
2. Statistical Methods S P Gupta
3. Operations Research Kanti Swarup, Gupta And Man Mohan
4. Operations Research Dr. J.K. Sharma Macmillan Indian Ltd.
5. U.K. Srivastava, G.V. Shenoy, S. C. Sharma, Quantitative Techniques for
Managerial Decision, Second Edition, Prentice Hall of India
Note : 80% of the questions shall be theory based
20% of the questions shall be problems.

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1.7. Research Methods for Management.

UNIT I
Research - meaning - scope and significance - Types of research - Research Process Characteristics of good research - Scientific method - Problems in research Identifying research problem concepts, constructs and theoretical framework.
UNIT II
Hypothesis:- meaning - sources - Types - formulation Research design - Types - case
study - features of good design - measurement - meaning - need Errors in
measurement - Tests of sound measurement Techniques of measurement - scaling
Techniques - meaning - Types of scales - scale construction techniques.
UNIT III
Sampling design - meaning - concepts - steps in sampling - criteria for good sample
design - Types of sample designs - Probability and non-probability samples. Data
collection:- Types of data - sources - Tools for data collection methods of data
collection - constructing questionnaire - Pilot study - case study - Data processing:coding - editing - and tabulation of data - Data analysis.
UNIT IV
Test of Significance:- Assumptions about parametric and non-parametric tests.
Parametric Test - T test, F Test and Z test - Non Parametric Test - U Test, Kruskal
Wallis, sign test. Multivariate analysis-factor, cluster, MDS, Discriminant ananlysis.
(NO Problems). SPSS and its applications.
UNIT V
Interpretation - meaning - Techniques of interpretation - Report writing:Significance - Report writing:- Steps in report writing - Layout of report - Types of
reports - Oral presentation - executive summary - mechanics of writing research
report - Precautions for writing report - Norms for using Tables, charts and diagrams
- Appendix:- norms for using Index and Bibliography.
REFERENCE
1. Rao K.V.Research methods for management and commerce - sterling
2. Zikmund, Business Research Methods
3. Kothari C.R.- Research methodology
4. Donald R.Cooper and Pamela S.Schindler - Business Research Methods - Tata
McGraw Hill.
5. Uma Sekaran, Research Methods for Business, Wiley Publications.
Note : 80% of the questions shall be theory based
20% of the questions shall be problems.

1.8. CORPORATE COMMUNICATION

Unit 1:
Communication basics Business Communication components Types formal
communication network Work team communication variables goal conflict resoulation
non verbal communication Cross cultural communication Business meetings Business
Etiquette.
Unit 2:
Understanding Corporate Communication Employee Communication Managing
Government Relations Writing for Media and Media Relations

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Unit 3:
Corporate Communication in Brand Promotion Financial Communication Crises
Communication.
Unit 4:
Report writing: Characterizing & business reports Types and forms & reports Project
proposals collection of data tables constitution charts writing the report documenting
the sources proof reading.
Unit 5:
Business Presentation: Written and oral presentation work team presentation Delivering
the business presentation visual aids slides electronic presentation hand-outs delivering
the presentation career planning preparing Resume job applications preparation for a
job interview employment interviews follow-up.
Suggested Readings:
1. Scot Ober, Contemporary business communication, fifth edition, biztantra.
2. Lesiler &Flat lay, Basic Business communication. Tata Mc Graw Hill.
1.9. OPERATIONS MANAGEMENT
UNIT I : Operations Management Meaning Importance historical contributions System
view of OM - Operation strategy and competitiveness - Functions of OM types of production
systems
UNIT II : Product design and process selection Evaluation and Selection of appropriate
Production and Operations technology. Product Design and process selection.
Types of layout analysis and selection of layout Product and / or Process layout, Cellular,
Lean and Agile manufacturing systems Computer Integrated Manufacturing Systems Assembly line balancing.
UNIT III : Production planning and control meaning functions aggregate planning
master production schedule (MPS) Material requirement planning (MRP) BOM Capacity
requirement planning (CRP) Techniques problems in MRP and CRP an introduction to
MRP II and ERP Business Process Re-engineering - Total Productive Maintenance (TPM)
UNIT IV : Materials management functions material planning and budgeting Value
Analysis - purchase functions and procedure - inventory control types of inventory safety
stock order point service level inventory control systems perpetual periodic JIT
KANBAN.
UNIT V : Total Quality Management Concept - Statistical Quality Control for Acceptance
Sampling and Process Control Concepts of O.C.C. Curve Use of the O.C. Curve Concept
of Type I and Type II error Quality movement Quality circles ISO Quality Certifications
and types Quality assurance Six Sigma concept.

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References :
1. Production and Operations Management Everest E Adam & Ebert PHI publication
forth edition.
2. Operations Management (Theory and Problems ) Joseph G Monks McGraw Hill Intl.
3. Production and Operations Management S N Chary TMH Publications
4. Production and Operations Management Pannerselvam, PHI
5. Lee J. Krajewski and Larry P. Ritzman, Operations Management: Process and value
Chains, 7th Edition, PHI, 2007
6. Hunawalla and Patil production and Operations Management, Himalaya.
7. Modern Production and operations management E.S Buffa.
8. Lee J. Krajewski and Larry P. Ritzman, Operations Management: Strategy and Analysis,
Addison Wesley.
9. Chase, Aquilano & Jacobs Production and Operations Management,Tata McGraw Hill.
Questions : 40% of the questions shall be problems
60% of the questions shall be theory based.

II Year
2.1. HOSPITALITY MANAGEMENT
Objective : To explain management of Tourism sector.
Unit I The World of Hospitality: Introduction to Hotel, Travel and tourism Industry Nature of Hospitality: Communication, Turnover, Demands and Rewards - Economic and
Other Impacts of Hotel, Tourism, and Travel Industry - Early History of Lodging Globalization of the Lodging Industry - Franchising
Unit II The Organization and Structure of Lodging Operations : Size and Scope of the
Industry - Classifications of Hotels - Hotel Market Segments - Organization of Hotels Food Service Industry : Composition and Size of Food Service Industry - Organization of
Hotel and Restaurant Food Service - Management and Operation of Food Services
Unit III The Rooms Division: The Front Office Department - The Reservation Department The Telecommunications Department - The Uniformed Service Department
Unit IV Functional areas: Engineering and Maintenance Division - Marketing and Sales
Division - Accounting Division - Human Resources Division - Security Division
Unit V Hospitality Marketing: Distinctive characteristics - Seven Ps of Marketing
Segmentation., Targeting and Positioning - Future trends in Hospitality Industry: Usage of
CRS in Hotel Industry, Chain of hotels- Role of Associations in hospitality management

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REFERENCE:
1. Gray and Ligouri: Hotel and Motel Management and operations (Delhi: Prentice Hall India)
2002
2. Andrews: Hotel front office training manual Bombay: Tata McGraw Hill, 2002.
3. Negi: Hotels for Tourism Development Delhi: Metropolitan India, 2004.
4. Negi: Professional Hotel Management Delhi: S.Chand 2003

2.2. TOURISM PLANNING AND MARKETING

Objectives: The module will expose the students about the Tourism policy of India and of a
few tourism states of the country.
Unit I Introduction: Concept of Policy, Formulating tourism policy, Role of government,
public and private sectors, Role of international multinational, state and local
tourism organisations in carrying out tourism policies.
Unit II Tourism Policy: Study of National Tourism Policy 1982 and 2002, National Action
Plan on Tourism, 1992: Special Tourism Area Development Programme. The
concept of National Tourism Board, National Committee on Tourism, Case study of
tourism policies of a few states (Uttar Pradesh, Rajasthan, Kerala, Madhya
Pradesh,). Investment opportunities and government policy for investment in
hotel/tourism industry. Sources of funding.
Unit III Understanding Tourism Planning: Conceptual meaning of Tourism Planning,
Evolution of Tourism Planning, General Concepts of Planning, Levels and Types of
Tourism Planning, Background Approach and planning scale. Public and Private
sectors role in Tourism Development. Analysis of an individual Tourism Project
(development of the Buddhist circuit)
Unit IV International Agreements: Chicago Convention, Warsaw Convention, Open Sky
Policy, Bermuda Convention, Euro Agreement, Schengen Agreement.
Unit V

Tourism Marketing : Service characteristics of tourism. Unique features of

tourist demand and tourism product, Tourism marketing mix. Marketing of
Tourism. Services : Marketing of Airlines, Hotel, Resort, Travel Agencies and
other tourism related services-Challenges and strategies..

Reference:

New Inskeep, Edward, Tourism Planning : An Integrated and Sustainable Development

Approach ( 1991) VNR, New York.
Ashworth, G. J. (2000), The Tourist Historic City. Retrospect and Prospect of Managing
the Heritage City, Pergamon, Oxford
Dept. of Tourism, GOI Investment Opportunities in Tourism (Brochure).
Sharma, J. K. (2000), Tourism Development. Design for ecological sustainability, Kaniska
Publication, New Delhi.
. Maclean, Hunter: Marketing Management (Tourism in your business)

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2.3. SERVICE MARKETING

Objective: The course aims at making students understand concepts, philosophies, processes
andtechniques of managing the service operations of a firm.
Unit I : Introduction: Difference between product and services marketing; Characteristics of
services; Classification of services; Paradigms in services marketing
Service marketing system: Service quality; Understanding customer expectations and zone of
tolerance; Segmentation and zone of tolerance; Targeting and positioning of service
Unit II : Services marketing mix: Augmented marketing mix; Developing the service
product/intangible product; Service product planning; Service pricing strategy; Services
promotions; Services distributions
Unit III : Physical evidence: Role of communication in service marketing; People and internal
communication; Process of operations and delivery of services; Role of technology in services
marketing.
Unit IV : Marketing the Financial Services: Deciding the service Quality, Understanding the
customer expectation, segmenting, targeting, and positioning of Financial Services, Devising
Financial Services Marketing Mix Strategies with special reference to Credit Cards, Home
Loans, Insurance and Banking.
Unit V : Services in global perspective: International marketing of services; Recent trends;
Principal driving force in global marketing of services; Key decisions in global marketing;
Services strategy and organising for global marketing

References
1)) Lovelock- Services Marketing: People, Technology and Strategy (Pearson Education,
5th edition) 2001.
2) Rampal and Gupta Services Marketing Sultan Chand
3) Bhattacharjee-Services Marketing Excel publishers
3) Zeithaml- Services Marketing (Tata McGraw-Hill, 3rd edition) 1999.
4) Rama Mohana Raok - Services Marketing (Pearson Education)
6) Govind Apte- Services Marketing (Oxford Univ. Press)

2.4. INTERNATIONAL HOSPITALITY LAW

Objective : To explain rules in doing hospitality.
Unit I Basic Legal Principles Governing Hospitality Operations - The Common Law
Basis for Laws Governing the Hotelkeeper - The Hotelkeeper and the Law of Contracts

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Unit II The Hotelkeeper and the Laws of Torts and Negligence - The Hotel's Duty to
Receive Guests and Its Right to Refuse Guests The Hotel's Duty to Protect Guests
Unit III The Hotel's Right to Evict a Guest, Tenant, Restaurant Patron, or Others - The
Guest's Right to Privacy - The Hotel's Liability Regarding Guests' Property - Maintenance
of Guest Registers
Unit IV Frauds Committed Against Hotels and Crimes of Trespass - Other Laws Relating
to Food Service - Wage and Hour Laws Applicable to Hotel Employees Unit V Consumer Protection Laws Affecting Hotels - Public Health and Safety
Requirements
References:
Understanding hospitality Law, Jack.P. Jeffries and Banks Brown 4th edition.
Chips Books,Texas.
Hospitality and tourism law, M.Boustiv, J.Ross, N.Geddes, W.Stewart, International
Thomson Business press 1999.
Food Safety and Standards Act,2006., International Law Book Company , New Delhi.
Principles of Hospitality Law, Mike Boella, Alan Pannett,2nd edition, Cengage Learning
Business Press,

2.5. INTERNATIONAL TOURISM MANAGEMENT

Objective: To familiarise the students with the concepts and practices of International Tourism

Unit I
Globalisation & tourism sector Globalisation & the business world, the tourism industry,
challenges, Factors affecting Global & regional tourist movements, Demand and origin factors,
destination & resource factors. Contemporary trends in international tourist movements.
Unit II
The emergence of international hotels & tourisms .Historical aspects, development of chains,
development abroad, airline connection .-Political aspects of the international travel, tourism Barriers to travel, tourism investment & business, regulations, international organisations
dealing with barriers viz : WTO, IMF, IHA, need for government support of tourism, national
tourism organizations, political stability, travel
advisories, political risk, crisis management
Unit III
International hotels -Balancing global & local perspectives -Operating in a multinational
environment ---International rules & regulations -a brief study.
Human resources & cultural diversity -Understanding cultural diversity, cultural perceptions,
business protocol, cultural considerations in negotiations

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Unit IV
International tourism sales & marketing -Market research, developing an international
marketing strategy, understanding various travel distribution systems viz GDS, product
positioning
Unit V
Global competition & the future -Long -term tourism growth trends, tourism growth in major
regions, transportation developments, technology & automation, Development issues, tourism
& the environment.
References:
1. International Tourism by H.L.Bhattia
2. Contemporary tourism: an international approach-Chris Cooper&C.Michael Hail
3. International cases in Tourism Management-Susan Horner&John Susan Brooke
4. The International Marketing of Travel and Tourism: A Strategic approach by Francois
Vellas & Lionel Becherel
5. Human Resource Management for Tourism ,Hospitality and Leisure Industries: An
International Perspective by Tom Baum

2.6. TOURISM BUSINESS ENVIRONMENT

Objective : To give student knowledge of International rules and trends in Tourism
worldwide.
Unit I: History of Tourism both International and National, Definition, nature, importance,
components and typology of tourism.
Unit II: Concepts of domestic and international tourism, recent trends. Organization of both
national and international in world in promotion and development WTO, IATA, UPTAA, AI,
IATO, etc.
Unit III: Growth and development of tourism in India, National Action Plan 1992.
Unit IV: Impacts of tourism-economics, social, physical and environmental, Tourism trends
world over and its futuristic study.
Unit _V Emerging trends in tourismhealth tourism, adventure tourism, ecotourism .
References :
1. Aggrawal, Surinder : Travel Agency Management: Communication India, 1983.
2. Bhatia, A.K. : Tourism Development, Principles and practices: Sterling Publishers (P) Ltd.,
New Delhi.
3. Anand, M.M.: Tourism and Hotel Industry in India: Sterling Publishers (P) Ltd., New Delhi.
4. Brymer, Robert A. : Introduction to Hotel and Restaurant Management, Hub Publications,
Co., Lowa, 1984.
5. Burkart & Madlik : Tourism- Past, present and future, Heinemann, London.
6. Christopher J. Holloway: The Business of Tourism: Macconald and Evans, 1983.
7. I.I.T.T.M.: Growth of Modern Tourism Monograph: IITTM, New Delhi, 1989.
8. I.I.T.T.M.: Tourism as an Industry monograph: IITTM, New Delhi, 1989.

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2.7. TOURISM PRODUCTS

Objective : To give student idea about kinds of Tourist products.
Unit I: Define Product. Difference with service Industry. Tourism Product its salient features
components of Tourism industry. How is this different from other consumer industries?
Tourism resources as products.
Unit II: Socio cultural Resource I: Architectural Heritage of India: Historical monuments of
tourism significance ancient, medieval and modern Important historical/archaeological
sites, Museum, art galleries and libraries their location, assets and characteristics.
Unit III: Socio Cultural Resource-II: Important shrines (4 each) of the Hindus, Buddhist, Jain,
Sikh, Muslim, Christians and others. Performing Arts Classical dance forms and styles,
Indian folk dance, classical vocal music gharanas/schools. Handicrafts & Handloom Fairs and
festivals of India.
Unit IV: National Tourist Resource: Tourist resource potential in mountain with special
reference to Himalayas. Indias main desert areas, desert safaris and desert festival.Coastal
areas, beaches and islands: with special reference to Andaman and Nicobar islands.
Unit V: Introduction to Marketing: The Concept of marketing, Nature, classification and
characteristics of services and their marketing implications. Methodology considerations and
pricing of Tour Packing, designing and printing of Tour Brochure.
Suggested Readings :
1. Acharya, Ram: Tourism and Cultural Heritage of India
2. Basham A.L.: The wonder that was India
3. Bharatiya Vidya Bhawan: Imperial Unity
4. ------do-----------------------: Classical Age, relevant chapters.
5. ------do-----------------------: Struggle for Empire, relevant chapters.
6. ------do-----------------------: Age of Imperial Kannauj, relevant chapters.
7. Douglas Foster: Travel and Tourism Management
8. Eck Dianna, Varanasi, The City of Light
9. Harle, J.C.: The Art and Architecture of Indian sub-continent
10. Hussain, A.A.: The National Culture of India
11. Kotler, Philip: Marketing and Management, Universal Publications, New Delhi.
12. Maclean, Hunter: Marketing Management (Tourism in your business)
13. Mukerjee, R.K.: The culture and Art of India
14. Negi, M.S.: Tourism and Hoteliering
15. Percy Brown: Indian Architecture- Hindu and Buddhist period
16. Percy Brown : Islamic Architecture
17. Wahab, S. Grampter: Tourism Marketing: Tourism International, Press, London

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2.8. BUSINESS ENVIRONMENT AND ETHICS

Objectives: To equip the students with the knowledge of emerging trends in social, political,
ethical and legal aspects affecting business decisions.
UNIT 1 :- Business environment - The concept and significance - constituents of business
environment - Business and society , Business & ethics - Social responsibility - Environmental
pollution and control. Business and culture- Business and Government - Political system and
its influence on business - Indian constitution - Directive Principles of State Policy.
UNIT II:- Managing Ethics- meaning and types framework of organizational theories and
sources ethics across culture factors influencing business ethics ethical decision making
ethical values and stakeholders- ethics and profit. Corporate Governance structure of Boardsreforms in Boards compensation issues ethical leadership.
UNIT III :- Globalisation of the economy trends and issues, Politics and environment,
MNCs and Government relationships- Introduction to GATT and WTO.
UNIT IV:- Fiscal policy - central finances and new fiscal policy - Direct and indirect Tax
structure, VAT, MODVAT - Service Tax problems and reforms -Expenditure Tax - Public
debts &deficit financing
Unit V:- Legal environment of business Monopolies Company Law, Competition Act
2002. Foreign Exchange Management Act- Securities and exchange board of India Act Customs and Central Excise Act - Central and State sales Tax - Consumer protection Act
Patents Act.
REFERENCES:
Adhikari.m - Economic environment of Management
Francis cherunnilam - Business environment
Pruti s . economic & managerial environment in India
Davis & keith William c . frederik - business and society
Amarchand d - Government and business
Mankard _ Business Economics
A.N Agarwal _ Indian economy
Steiner and Steiner Business Ethics Mc-Graw Hill
Raj Agarwal Business Environment Excel Books.
2.9. STRATEGIC MANAGEMENT
Objectives: To help the students to learn the process of strategic decision making, implementation and
evaluation of corporate policies
UNIT I
Corporate strategic planning - Mission - Vision of the firm - Development, maintenance and the role of
leader - Hierarchal levels of planning - strategic planning process. Strategic management Practice in
India, Family run corporates.
UNIT II
Environmental Analysis & Internal Analysis of Firm:
General environment scanning, competitive & environmental analysis - to identify opportunities &
threat - Assessing internal environment through functional approach and value chain - identifying

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critical success factors - to identify the strength & weakness - SWOT audit - core competence Stakeholders expectations, Scenario-planning - industry analysis.
UNIT III
Strategy formulation
Generic strategies - Grand strategies - Strategies of leading Indian companies - The role of
diversification -limit - means and forms. Strategic management for small organisations, non- profit
organizations and large multi product and multiple market organisations.
UNIT IV
Tools of Strategy Planning and evaluation
Competitive cost dynamics - experience curve -BCG approach - cash flow implication. IA -BS matrix A.D Littles Life -cycle approach to strategic planning - Business portfolio balancing - Assessment of
economic contribution of strategy - Strategic funds programming.
Unit V
Strategy implement & Control:
Various approach to implementation of strategy - Matching organization structure with strategy 7Smodel - Strategic control process - Du Ponts control model and other Quantitative and Qualitative
tools - Balanced score card - M.Porters approach for Globalization - Future of Strategic Management.
Reference
1.Pearce& Robinson, Strategic Management ,All Indian Travellors N.D
2.A.C. Hax And Ns, Strategic Management: An Integrative Perspective, Majifu, Prentice Hall
3.Micheal Porter, Competitive Strategies.
4.Micheal Porter, Competitive Advantage Of Nations.
5.Samul C. Certo And J.Paul Peter, Strategic Management, Second Edition. Concept And Application,
Mcgraw Hill.
6.Georgy G.Dess And Alex Miller , Strategic Management, Mcgraw Hill.
7.Gerry Jhonson & Keven Scholes, Exploring Corparate Strategy: Text And Cases,Ph
8.Jaunch .L ,Rajive Gupta & William.F.Glueck ,Business Policy And Strategic Management ,Frank
Bros & Co,20003
9.Fred R.David ,Strategic Management Concept &Cases ,Pearson,2003

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PROJECT WORK
Objectives: This module is prescribed to give experience of thesis writing and critical analysis
of tourism related research work.
Course Contents: Each student is required to prepare short thesis based on research on a
specified topic. The dissertation report will be submitted for evaluation 30 days before the
commencement of examination. This will encourage students to analyse the tourism-related
topic and provide experience for further research programmes.

QUESTION PAPER PATTERN

Time : 3 Hours

Max Marks : 100

Answer any Five Questions

(5 X 20 = 100 Marks)

1.
2.
3.
4.
5.
6.
7.
8.
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